Turbo small displacement - displacement on demand- a winner?

It looks to me like Ford is still outselling GM for the year pretty comfortably. I would guess Ford is doing MUCH better than GM when it comes to 1/2 ton trucks.

http://news.pickuptrucks.com/2014/07/pickup-trucks-sales-data-for-first-half-of-2014.html

This doesn't have anything to do with Ford is making advances in their trucks and their engine designs while GM is stagnant.